Featured Footwear Component Design
Overview: The goal of this project was to explore a homepage solution that showcases multiple footwear launches and highlights best-selling footwear programs to maximize sales during footwear's busiest retail season: back-to-school.
User Research & Design: Real-estate on DICK'S homepage is tight; so in creating an additional component, it was vital that it be efficient in space while serving as an interactive experience that performs. Also, in creating a new component, it was important that this be a flexible template with the ability to use across other categories and brands seamlessly. After competitive research and iterations, I landed on a design that features up to six different footwear programs and launches, links for each and a total collection CTA – as well as badges to highlight additional messaging. On desktop, all six featured shoes are visible, while on mobile the user can swipe to shop all options.
Results: This featured footwear component was launched as part of the DICK'S Back-to-School campaign, but continues to be used long past August. In the first two weeks following go-live, this component accounted for 40% of click-thru rates across the entire homepage. It continues to produce similarly strong ratings in engagement and conversion, earning priority placement on homepage.
Footwear Launches Component Design
Overview: This project came about as an iteration to the above Featured Footwear Component Design. The goal of this project was to redesign the header experience on the Sneaker Release Calendar – a landing page showcasing upcoming and recently launched footwear.
User Research & Design: Customers come to this page from the Featured Footwear header CTA, as well as through email, social media, etc. I wanted to elevate the Just Launched experience that lives above the calendar of upcoming and recent launches. The design features a hero footwear launch spot, followed by other featured or launched footwear programs, links for each and badges to highlight additional messaging. Also, in creating a new component, it was important that this be a flexible template with the ability to use across other categories and brands seamlessly.
Results: As this passion project has not reached development, I do not have results of how this component design is performing. As DICK'S has a strong footwear customer, I could imagine this new header would get strong interaction and serve as a powerful tool for the footwear merchandising team.
Hero Component Design
Overview: This component was designed as a solution for showcasing multiple sub-stories within an overarching message.
User Research & Design: The original design served as an overall sale message with images speaking to categories that were on sale. It felt tight and the message vague as to what this single Shop Now CTA was speaking to. I wanted to create a solution that could elaborate on key stories within the overall sale message. I landed on a final design that tells those extra stories within cards that include specific CTAs for more efficient site navigation for the customer interested in a specific deal.
Results: This hero component was launched as part of the DICK'S Holiday campaign. In the month following go-live, this component accounted for 30% of click-thru rates across the entire homepage. It continues to produce strong ratings in engagement and conversion.
Visual Navigation Design
Overview: The goal of this project was to create a banner that could allow customers to visually filter within their journey on the Product Listing Page (PLP).
User Research & Design: The challenge of this project was that we wanted to ensure to the customer that they were staying on the page while supplying additional filtering information about products they may need a visual reference for – in this case, women's athletic pants. Along with competitive research and design iterations, we conducted user testing to gain valuable insight to what our customers wanted out of this feature and how I could serve them in my design choices.
Results: The intended interaction of this new component was successful among our users. This banner quickly became very popular among other merchandising teams, turning it into the top performing creative piece across the entire e-commerce website.
